Market Research of the Luxury Car Market in China
Lindström, Ilona (2016)
Lindström, Ilona
Haaga-Helia ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201604144389
https://urn.fi/URN:NBN:fi:amk-201604144389
Tiivistelmä
This Bachelor’s thesis is a pre-market study of the luxury car market in China. The necessity for the study came, when the author was recruited to a Chinese company to start a new business sector that would import luxury cars to China. The author nor the company has experience on the market, which created the need to investigate the field. The goal of the research is to describe the main characteristics of the market. This would give the author and the company basic knowledge on the market in order to be able to start the business. The thesis writing process started in September 2015 and was finished in April 2016. The company is already in importing business, and thus has existing procedures for such operations as logistics and marketing. Due to that, these are demarcated.
The thesis is divided into theoretical and empirical parts. The theoretical part describes the basis of market research including the micro and macro environment, and explains use of the tools, PESTLE and SWOT analysis, applied later in the empirical part. The empirical part follows the theoretical part’s structure, and examines and analyses the luxury car market in China. In addition, a brief insight of the complex Chinese business culture is given. The market research findings are concluded with help of SWOT analysis.
Both primary and secondary data were collected. The primary data collection consisted semi structured expert interviews and observation. The persons interviewed have long careers in international business field and either are Chinese or have long history with them. Observation was used to find out more information about the case company as well as the domestic competitors. The secondary data involves publications of recognised research institutes, journals and articles providing information of the field. The data used in this thesis is selected carefully.
The conducted pre-study is helpful for planning the business model from scratch. The company has many strengths in the business, and the weaknesses can be overcome with right strategical planning. Plenty of opportunities and threats exist. The opportunities seem very appealing, and the threats can be more or less avoided with right strategical planning, too.
The thesis is divided into theoretical and empirical parts. The theoretical part describes the basis of market research including the micro and macro environment, and explains use of the tools, PESTLE and SWOT analysis, applied later in the empirical part. The empirical part follows the theoretical part’s structure, and examines and analyses the luxury car market in China. In addition, a brief insight of the complex Chinese business culture is given. The market research findings are concluded with help of SWOT analysis.
Both primary and secondary data were collected. The primary data collection consisted semi structured expert interviews and observation. The persons interviewed have long careers in international business field and either are Chinese or have long history with them. Observation was used to find out more information about the case company as well as the domestic competitors. The secondary data involves publications of recognised research institutes, journals and articles providing information of the field. The data used in this thesis is selected carefully.
The conducted pre-study is helpful for planning the business model from scratch. The company has many strengths in the business, and the weaknesses can be overcome with right strategical planning. Plenty of opportunities and threats exist. The opportunities seem very appealing, and the threats can be more or less avoided with right strategical planning, too.